I have made three promotional videos to promote the ‘pathway’ event, which will be posted in the lead up to its opening day. Taking up the central ideas of Tom Perrotta’s novel, ‘The Leftovers’ – memory, loss, grief – the videos I have made seek to capture the apocalyptic nature of personal grief, but also the revelatory power of memory to alleviate that pain. In each video, the protagonist wanders the landscape alone, exploring the natural world, at once filled with wonder and loss. She is the last person alive – forced to endure such beauty at a cost. Now, this is expanse of space, once freeing is almost horrifying in its beauty. The films are also about tactility and using the senses to connect with the past. Now, alone in the present, the only way she can connect is through her senses, touching, feeling to bring her memories to life. It is through this sensory experience that she is able to reconnect the past with the present: awe-filled at the revelation that time is a lie.
The promos have been filmed in scenic locations that work to evoke a sense of escapism and wonder, enveloping the audience in a strong feeling of warmth and comfort. This element, combined with the heavy influence that the chosen music has over the audience works to transport the viewer to these stunning views of nature, introducing a powerful element of hypnosis, thus creating very captivating pieces. The footage for the first promo was shot in Lowestoft on a green located just off of Lowestoft Beach at sunset. All of the film was taken purposely out of focus, in order to recreate the feeling of having a memory or a thought just at the edge of your grasp or on the tip of your tongue and you can almost reach it but it hasn’t become fully clear yet. This introduces both a sense of frustration as the viewer will wonder what the true image would look like in its true form, mirroring “real life”, and also familiarity as this effect represents that feeling everyone has experienced at one point when they just can’t fully pin-point that thing that sits at the recess of their mind, just out of reach but not completely unobtainable. This aspect also adds to the hypnotic element I previously mentioned, thus providing great depth to the film. Capturing the figure wandering through the wooden structures present in the green, decaying, discarded, forgotten as well as filming countless wide shots in order to fully convey the vastness and openness of the space, evoking a strong sense of both isolation and discovery that is such a beautiful juxtaposition and is truly entrancing. The sage suit worn by the model immerses her into the location and establishes a strong connection between the two. The footage has been to cut the song, ‘Visions of Gideon’ by the breath-taking musician, Sufjan Stevens. The use of this track leads the viewer to feel a strong sense of loss and the haunting aspect that the song has with the hushed and echoing vocals and the soft yet demanding melody of the track work to envelop the audience in a strong state of escapism and exploration. This established bond between the focal elements; location, subject, music present symbiosis, signifying the importance of the journey of the individual and the power that location and music have over the mind when in relation to memory which is what ‘pathway’ stands to communicate.
The second promo was shot at the River Blyth in Blytheburgh, a stunning landscape filled with reeds and flowers and bodies of water that stretched out for miles. Style in a modest nude high neck dress with white floral embroidery detail, the wardrobe selected combined with the stunning location with the sun beaming down onto the river bank, there is a powerful angelic element introduced to the pieces, wrapping the audience up in a strong sense of comfort and warmth. However, this is combated by the song paired with this footage, with the haunting edge that is introduced by SYML’s ‘Mr Sandman’, a truly eerie rendition of the late 50s song originally sung in the jolly, upbeat temp of The Chordettes, that works to put the viewer slightly on edge as the narrative is then deterred to have a dark side that would otherwise not be realised. This, therefore, lies proof that the power of music and the emotions they have the power to create heightens the true essence that of ‘pathway’. The combination of shooting the majority of the footage in stunning clarity, with sporadic appearances of clips that are out of focus work to mirror the feeling that of being in a dream state and how when in a dream, everything seems crystal clear but then when your body awakes and your subconscious abandoned for reality, aspects of the dream can become fuzzy and somewhat unclear. The close-up shots with the camera hovering over the shoulder of the subject, paired with shots whereby the camera is abandoned by the girl as she surges deeper into the grass, being enveloped by the sun and surrounding nature, work to create an interesting juxtaposition within the moving image piece that is so captivating.
The third and final promo was shot in a woodland area in Kessingland, Ipswich and proved to be a very interesting shoot as I had visited the place a year earlier and it was covered in these amazingly vibrant purple flowers, which is why I chose to style the subject in the lilac suit, however due to it being winter, upon arrival, the autumnal elements had taken over and the forest was enveloped in a vast coverage of orange, yellow, brown and green. Seemingly problematic given the wardrobe selected, however the colour scheme of the location worked surprisingly well against the garments and the two worked in harmony to complement each other. Much alike the first promotional video, selecting a colour block suit provides a clean, sharp presence to the piece and establishes a sense of sharpness but with a soft edge in the light colour palette of the garments. The use of the slow-motion shots when the camera is positioned directly up to the sky, spinning in a sea of beautiful shapes and strong, sharp lines, creates a mystical and hypnotic feeling that works to captivate the viewer. The opening shot is reminiscent of ‘Where The Wild Things Are’, thus successfully evoking a strong sense of wonder and enchantment that instantly grabs the attention of the audience. Being completely immersed in such diverse nature in one location is simply stunning from the rich hunter green holly tree that displayed the most beautiful contrast against the lilac suit to the twisted tree trunks that are graced with the most spectacular grooves, showcasing the most incredible patterns – true sights that only nature can provide. Exploring these areas only works to intensify their significance in how strong nature can be and how beautiful it is to discover, which is exactly what ‘pathway’ aims to achieve – an immersive experience of self-discovery and also to discover new knowledge on such an important cause. With the footage being paired with Max Richter’s ghostly track ‘Path 3 (7676)’ from his unbelievable album, ‘Sleep’ – the tone for the piece is automatically set on edge, introducing a beautifully chilling feeling, sending a tingling sensation down your spine as you hear the combination of deep hums and operatic vocals of Grace Davidson, thus creating this beautiful yet twisted fantastical feeling, setting the viewer on a path that is darker than it seems.
The launch of Rare Dementia Support and Bose’s month-long immersive experience, ‘pathway’, will allow us to establish how susceptible people are to allowing their mind to completely wonder as they journey through Hampton Court maze listening to important songs from their past, breaking free from all thought and just allowing the music and the therapeutic process of travelling through the maze unlock their mind, allowing their subconscious to take over. There are so many positive outcomes of an event of this nature and has the ability to develop into something extroadinary, with the possibility of exploring ‘pathway’ in numerous other historical and popular mazes in the UK, raising more awareness for this truly important cause. With the ability to effect great change and advancements in creative research and studies in this field, and push for progress and recognition by both the government and scientists so that appropriate funding can be received to continue such innovative research that will work to produce powerful therapies for patients suffering with FTD and other brain degenerative diseases. Journey back in time through a catalogue of your memories with the power of music therapy as you simultaneously travel through the intricate woven pathways of the maze, lose yourself to your subconscious – allow your mind to run wild and free. Demonstrating the fact that with educating yourselves on something that is rapidly affecting so many people but the truth surrounding FTD is that it is often misdiagnosed and specific tests must be run in order to detect it and that symptoms that appear on their own could seem insignificant but they all add up and we need to raise awareness so that we can begin to understand the full detriment of this disease and how it operates. Scientists are desperately working to understand why and how FTD develops and the fact that it affects people as young as teenagers is so shocking, severe and devastating but it is so important that we can collectively come together to understand as much as we can. In doing this we can work towards making the necessary creative therapies and theories present in all care facilities for patients because they have the power to bring light back into the lives of people who previously did not live but simply exist as corporeal human beings, but no more, they become shells of themselves, their entire identity stripped away from them. FTD affects both memory aspect of the brain as well as the social aspect, which is what separates it from other dementia diseases and Alzheimer’s so everything they originally were fades away until they become just a phantom version of themselves. It’s allowing them to experience real, raw human emotion through the power of music memory that will work to connect back with their lives and allow them to come alive again. So, participants that attend the ‘pathway’ event will enter the maze after being supplied with their own Bose headphones to listen to their personalised Spotify playlist created by ‘pathway’ after gathering the results from the 25-part questionnaire they filled in online after purchasing their tickets. Then it’s quite simple – they walk the maze to a soundtrack of their lives, essentially, allowing the memories to flow through them as their subconscious guides them through until the end. The power of ‘pathway’ is simple: it’s experience, it’s self-discovery, it’s memory, it’s identity.
Although for an event of this capacity, and given that the majority of the target market are millennials and Generation Z, social media is the superior form of promotion, however there will be a poster campaign put in place. This will exist in the form of flyering, and given UCL’s relationship to Rare Dementia Support, spreading the word on UCL’s campus will launch promotion over many other universities, as well as posters for ‘pathway’ appearing on billboards, at bus stops and at tube stations in London and Surrey. Although the event is being held in Surrey, promoting this mode of promotion for the event will primarily take place in London as it will attract a much wider audience and work to appeal to our entire demographic. The impact that poster campaigns can have on the success of an event can be the difference between failure and success. Although social media is such a dominating force, the power of advertising is on an entirely other level. Adverts have a way of seeping into your subconscious without your mind even realising it, and its relentless repetitiveness on your eye creates a memory of it in your mind, and this has such an impact that you are more likely to consider it further when you are away from it. It’s enticing nature and how it’s marketed to spark curiosity and peak interest makes it an incredibly powerful tool to utilise to ensure mass circulation and promotion.
Making ‘pathway’ visuals the header for both Rare Dementia Support and Bose’s twitter accounts will work to achieve instant attention for the event when viewers click on their pages. This, combined with posting tweets frequently in the form of updates as well as links to their latest Instagram posts and Facebook event will gain maximum coverage in terms of promotion. Bose’s mass following will work to attract a high volume of their followers and also alert them to Rare Dementia Support and hopefully encourage them to click on their twitter handle to see all of the amazing work they do, thus gaining more recognition for both the organisation and FTD and other rare dementia diseases. Primarily, ‘pathway’ aims to utilise social media to generate as much buzz around the event as possible and with it appearing on the holy trinity of the social network: Facebook, Instagram, Twitter, in posting creative visuals, informative statements, and frequent reminders about the event will no doubt work to get a lot of people involved. FTD and other brain degenerative disease touch the lives of so many people and its impact is final, destructive, and painful but with people being able to write posts on Facebook, leave a comment on Instagram, or post a tweet with the hashtag ‘#pathway’ and ‘#musicismedicine’ we can start a conversation about FTD and other brain degenerative diseases that affect so many individuals and families. Giving voices to those who struggle to live through this, and give them a forum in which they can share their stories and hopefully break the cycle of the stigma that surrounds this form of disease. Hopefully, starting a dialogue on various social media sites, not just Twitter, but also Instagram and Facebook will be the spark that ignites the fire to increase awareness for FTD and the amazing creativity and innovation that is music therapy and how it gives these people their lives back, their identities back. It gives them hope when once, all that surrounded it was loss, pain, and grief for a person that their loved ones have to lose not once, in their death, but twice through seeing their entire identity wither away until they are no longer the person they once were. It is truly a devastating thing to watch.
Instead of having its own Facebook page, an event will be created for ‘pathway’ through its own Facebook account, as I feel that it will increase the number of followers the charity’s account will receive as Bose has over a million likes on its Facebook page and they are also tagged in the comments and have also posted on the event’s page. An event page will allow us to have a clear idea of just how many people are interested in an event like this and will enable us to gage whether more promotional measures need to be taken in order to attract more people. The layout is clear and the information is concise and provides a deep insight into the nature of ‘pathway’ and what it stands to communicate. If there is enough buzz around this first event in Surrey, there could be the potential opportunity to expand ‘pathway’ to do a tour of some of the UK’s most intricate and popular mazes, with ‘pathway’ remaining in each place for a month at a time, thus making it more of an inclusive event and will maximize the number of people that can attend the event, thus raising even more awareness for this amazing cause which is the primary goal. Pricing tickets at £25 per person is so that we can make as much money as possible for the charity in order to aid innovative research and advancement in clinical trials as much as possible as well as adhering to a price point that is desirable to our target market.
Creating an Instagram account for ‘pathway’ is an integral part of the 360 campaign. Instagram is the fast becoming the most popular social media site, thus making it a vital aspect of promotion for the event. Also, with Bose’s huge following as well as our key demographic being that of millennials and Generation Z in terms of encouraging individuals in this age bracket to educate themselves on FTD and other rare dementia disease and enlightening them on the importance of creative research and theories like music therapy. In today’s society, we are amongst times where people are questioning things, wanting to learn more to escape the conditioning that we have been subjected to for so long, so encouraging innovation is a predominant factor of this event. Both the Instagram account and ‘pathway’s’ own website are the most vital elements of the online aspect of the 360 campaign for this concept. I have also created the first three posts that will be uploaded once the event has been announced by both Rare Dementia Support and Bose and the ‘pathway’ official site has launched. The first post will simply display the poster created for the event, thus maintaining continuity and cohesion in design throughout all the different mediums of promotion, followed by two quite creative and visually dynamic posts. The second post will be simple but highly striking and effective as it is the word ‘pathway’ repeated in an adapted form of the Archimedes spiral, as mine is showcased in a square form to mirror more of a similar structure to the Hampton Court Maze. The Archimedes spiral symbolizes the significance of memory and loss of memory as well the cycle of the mind attempting to remember getting closer and closer but just out of reach. The way in which the words appear, evoke that of and hypnotic effect, entrancing, mirroring and the effect of an optical-illusion almost, making it a very captivating image. The third post presents the digital layout of the Hampton Court Maze, which I then transformed into a repeat pattern and then overlaid it with ‘pathway’ throughout the design. This is a very strong visual as it’s uniform and solid, powerful structure works to evoke a strong sense of unity and validity in terms of the absolute necessity of this event and why it is so important to encourage people to learn more about how the mind works, that it is something we often take for granted and don’t fully understand the full extent to how much work is done in our minds every day for simple seemingly mundane tasks, and hopefully urge them to push for innovative techniques and methods in order to reach new heights in discovery. I have also made the designs of the three posts into GIFs that are available on my blog. Posting them as GIFs will bring a slightly more interactive to the account and will mirror the effect that of the immersive experience we are providing for people. Also, the second post of the Archimedes spiral is very intense and heightens the level of hypnosis to great heights, thus making it a very powerful GIF. Going forward, the next three posts will include more informative, supplying our followers with things like stats for the number of people effected with FTD within the last year or that per a study conducted at Florida Atlantic University, “20 to 50 percent of dementia cases in people under the age of 65.”, the 10 symptoms that are the first signs of FTD, which are, as stated by alzheimers.net, “1. Poor judgement 2. Loss of empathy 3. Socially inappropriate behaviour 4. Lack of inhibition 5. Repetitive compulsive behaviour 6. Inability to concentrate or plan 7. Frequent, abrupt mood changes 8. Speech difficulties 9. Problems with balance or movement 10. Memory loss”. There will also be a post dedicated to the documentary, Alive Inside, so people can fully realize of just how life-changing this creative theory of music therapy is and the sheer and ultimate power of music memory: it’s such a beautiful thing to witness.
The visual appearance for ‘pathway’s’ official website homepage mirrors that of the layout and structure used when promoting the event on both Rare Dementia Support and Bose’s own websites, with the use of additional information provided in the text to inform the reader about the initial nature of the event. The navigation bar of the site allows the viewer to access different information about the event. More of an in-depth description about ‘pathway’ will be available, explaining the reasons behind the collaboration as well as the importance of the event in raising awareness primarily for FTD but also other rare dementia diseases that the charity organisation aids and how a musical component works to illustrate the innovative work of music therapy. This information will all be supplied in the ‘the event’ section. In the ‘location’ section, a brief history of Hampton Court Maze will be given as well as exploring the power that lies within travelling the pathways of a maze and how it can work to unlock parts of your mind buried deep within the subconscious. Once you have purchased your tickets, gaining access to the page at the bottom of the homepage through click on the ‘GET YOUR TICKETS HERE’ button, you then will go to the ‘your profile’ page whereby you will use the code allocated to your ticket to provide the information for your profile prior to the event so that if you would either like to make an extra donation to the event it is easier as well as keeping you updated about the event as it nears its launch. By clicking on the ‘questionnaire’ page, once you login in using your profile details, as you are then proven to have a ticket for the event, you will be asked to complete a 25 questions all related to memory and music in, predominantly your past, as well as the present and your answer will help our team generate a personalised playlist for every individual that we then upload to Spotify and make the link available on your profile that will go live on the date you selected to experience ‘pathway’. This will lead you on a musical journey, triggering memories of your past, all varying in impact and emotional connection, but nonetheless powerful, as the individual ventures deeper through the maze, working to unlock your mind. The social media icons for ‘Facebook’, ‘Twitter’ and ‘Instagram’ and the ‘Rare Dementia Support’ and ‘Bose’ logos as well as the ‘DONATE’ option, will all link the viewer directly to their subsequent social media pages, event pages and official websites where they can explore all of the information these various outlets has to offer, to showcase a wider scope ‘pathway’, and of course donating is always encouraged.
Placing the visual promotional image on both the homepages of Rare Dementia Support and Bose’s official websites will work to promote the event as well introducing and celebrating the partnership the event has introduced. Raising awareness for FTD as well as the positive outcomes and potential solution that music therapy stands to achieve for patients with brain degenerative diseases is vital to communicate. Rare Dementia Support is a “UK based service provided by the UCL Dementia Research Centre (DRC). The Dementia Research Centre is a hub for world-class clinical research into dementias. The work of the DRC focuses on identifying and understanding the disease processes that cause dementias, researching the factors that influence these disease processes, and understanding how best to support people with dementia and their families.” This connection to the university means that promoting the event amongst a younger demographic will be much easier to achieve. The Rare Dementia Support organisation does not share the same volume of followers in terms of both awareness and followers, in terms of social media, that Bose does, therefore meaning that their partnership in this event will work out beneficially for both parties. Bose’s renowned reputation and strong brand identity will work to increase the profile of Rare Dementia Support, alerting people to the work they do, thus encouraging them to educate themselves in this field. And with Bose teaming up with a charity will increase the value of its products as it’s consumers will view the brand’s philanthropy as more as an incentive to purchase its products over its competitors. More importantly, the marriage between these two companies to bring this event to the public is a show of support in raising awareness for FTD and other rare dementia diseases and how the use of creative research such as music therapy can work to introduces ground-breaking theories to triggering memories. Also, in making it clear that these two companies are joining forces will work to intrigue the viewer in wanting to find out more, not only about the event itself, but about the work the charity does as well as the benefits of music therapy and the theory of music memory. Theories that exist in this realm of creativity must be realised as they are so beneficial to suffers of diseases that strip the individual of their memories, of their identity, and it awakens them, resuscitates their memories, experiencing that connection and emotions that they are usually denied. The devastating effects of these diseases are definitely not to be forgotten, but with the concept behind this event focusing on the transformative nature of an immersive experience and the initial power of a maze and music is the first step in participants to realise the true power these elements have and leads to understanding in how they have the ability to be harnessed to affect great change in us understanding more about one of science’s greatest mysteries: the human mind. Incredibly simplistic in its design, the visuals are cohesive and share a methodical and uniform structure making the information easy for the audience to understand and gives them just enough information to entice them to want to click on the link that takes them to discover the world of ‘pathway’ and what this event aims to achieve in the act of providing individuals an amazing experience.
Leeds Castle Maze, Kent
One of Kent’s most popular mazes and is deemed quite difficult to solve as it is set in a square shape, but when viewed from above the design is circular. It is made up of over 2,400 yew trees and upon exiting through the grotto you also venture through a combination of more mazes as well as labyrinths to achieve ultimate completion.
Hampton Court Maze, Surrey
Arguably the most famous maze in the world, it is the UK’s oldest surviving mazes, being planted around the 1700s by Willian III and was also once the home of Henry VIII and his six wives. This maze covers a third of an acre of land. It is one of the most visited mazes in the UK.
Blenheim Palace Maze, Oxfordshire
The world’s second largest symbolic maze, this structure is made up 3,000 yew trees and was designed to mirror the history that of Blenheim Palace itself. The maze spans over 1.8 acres of land and includes two bridges at either end of the centre circle of the puzzle, allowing you to plan your exit.
Noah’s Ark Maze, Somerset
Curated to be shaped into that of Noah’s Ark, this maze is made up of 14,000 beach trees. Questions are put in place along the journey to be answered in order to help participants reach the centre. There is also a mini maze for children beside it so they can practice for the main event.
All these mazes are exception and are unique in their own right, with incredibly intricate detailed patterns and amazing pathways that would work exceptionally well for this event. However, after much consideration, the Hampton Court Maze in Surrey is a stand-out structure. As it is said to be one of it not the most famous mazes in the world and is also the UK’s most popular maze, leads me to believe that it will gain the most attention and buzz for the event as it is a renowned location. Also, it’s close proximity to London further enhances the Hampton Court Maze as the most desirable location for this event as it will offer those in the bustling city of London easy access to the event but will have to venture just outside of London itself, introducing a sense of escapism. And for others travelling from other parts of the country it will be beneficial as they could choose to extend their stay to explore more of London. The opportunity to develop this event further and explore mazes all around the UK is definitely a possibility and one that I am very interested in exploring if the first event goes well in Surrey. Ultimately, the goal is to raise awareness for this devastating disease that so little know about and also promote the amazing results that emanate from music therapy in helping those to remember their memories and get their identity back that was stripped from them, so the more events we can do and the more people that get involved the better.